Beth Kanter's insight:
Offers some good metrics for community managers.
- Shared Content Performance – this determines the content I share and how I continue to phrase and word things. I find this out through web analytics, platform data (Facebook Insights, Twitter analytics, Topsy, etc.)
- Application: Use this information to create content that your community likes, to further understand the sharing behavior depending on the social platform, and to help you better manage your community on a day-to-day level.
- Brand or Cause Ambassadors – I find out who our passionate or engaged users are (those who go above and beyond simple sharing and are actually conversing with us). I use a combination of Facebook Insights, Crowdbooster, Sprout Social and Small Act Thrive to find this.
- Application: Engage and reward people loyal to your cause or brand. At the very least, give them added attention and show them that you notice their passion and efforts.
- Community Issues and Behavior Change – I track customer service inquiries that come through social channels. I typically just plop them into an excel spreadsheet. But this information can help us identify issues and needs based on where we are upsetting people or providing faulty help. Along with customer complaints, I like to keep track of positive comments or evidence of behavior change. I usually screen capture these exchanges as photos and will refer back to them if I need to. I will share these mentions with the appropriate colleagues or I will document them and share them with the social media quarterly report.
- Application: Use this data to actually change organizational processes or procedures in response to the identified needs, and for assessing which organizational programs and practices are effective.